Manager (CRM & Lifecycle Marketing)

As the museum celebrates its 10th anniversary, the candidate will be joining us to drive engagement and retention through Customer Relationship Management (CRM) as a strategic platform.

This position reports to the Assistant Director of Digital Marketing and Digital Ecosystem, as part of the dynamic Marketing & Creative team. The selected candidate will also work closely with the Director of Innovation & Technology (I&T) to drive a data-driven, customer-focused approach to CRM adoption.

As the project lead for a Gallery-wide digital transformation initiative, the CRM Manager will spearhead the implementation and integration of the new CRM system. This requires close collaboration with key internal stakeholders—including Marketing, Partnership Development, I&T, Business Development, and Curatorial teams—to ensure a smooth rollout, adoption, and ongoing optimization.

The ideal candidate will have a strong background in CRM strategy, implementation, and stakeholder engagement, ensuring seamless integration across the Gallery's operations.

Key Responsibilities

CRM Strategy & Project Implementation

As the Business Project Lead:

• Drive the strategic positioning of CRM as a central pillar of audience and stakeholder engagement and growth within the Gallery.
• Lead and manage the end-to-end CRM transformation project, from tender and vendor selection to implementation and BAU, ensuring alignment with the Gallery's strategic vision and objectives.
• Oversee tender management, ensuring a structured and transparent procurement process that aligns with business needs and compliance standards.
• Work closely with I&T, external vendors, and internal stakeholders to ensure that business goals, user requirements, and operational needs translate effectively into CRM system design, development, and deployment.
• Partner with the Project Manager (I&T) to oversee key workstreams, ensuring smooth coordination across Gallery teams
• Drive transformative change management, user adoption and long-term utilization of the CRM system through training, engagement, and iterative enhancements.
• Define success metrics and KPIs to track CRM effectiveness, including adoption rates, engagement growth, audience retention, and revenue impact.

Visitor Engagement, Retention, and Personalization

• Develop and implement CRM-driven strategies to enhance visitor lifetime value, retention, and repeat engagement.
• Oversee and optimize the Gallery's email marketing strategy, ensuring CRM-powered campaigns deliver personalized and compelling content that improves open rates, click-through rates, and conversions.
• Manage email automation workflows, utilizing audience segmentation, personalization, and A/B testing to refine engagement strategies and maximize campaign effectiveness.
• Use CRM insights to enhance audience segmentation and engagement across multiple channels.
• Ensure CRM integration supports the Gallery's digital transformation efforts, enabling seamless omnichannel engagement across all touchpoints.
• Monitor and analyze visitor engagement trends, using CRM data to refine content strategies, measure campaign performance, and enhance visitor retention initiatives.

Visitor Analytics

• Act as a key advocate for data-driven decision-making within the Marketing team, ensuring that CRM insights inform audience engagement strategies.
• Participate in the Gallery's Data Workgroup, contributing to discussions on data governance, analytics best practices, and cross-departmental data initiatives.

Qualifications

• Bachelor's degree in Digital Marketing, Business, Data Analytics, or a related field.
• At least five years of experience in CRM management, digital marketing, or customer engagement, with a proven track record of implementing and optimizing CRM systems.
• Strong business acumen and strategic thinking, with the ability to develop and articulate CRM strategies that drive audience engagement and retention.
• Demonstrated experience in audience segmentation, personalization, and data-driven marketing.
• Proven ability to lead cross-functional teams and collaborate effectively with stakeholders.
• Preferred: Technical proficiency in CRM platforms (e.g., Salesforce, HubSpot, Microsoft Dynamics) and marketing automation tools (e.g., Marketo, Pardot, Mailchimp).
• Preferred: Basic knowledge of HTML and CSS for email customization and CRM interface adjustments.
• Professional integrity and commitment to excellence.
• Strong communication and organizational skills.
• Growth mindset, adaptable to new technologies and evolving needs.
• People-oriented, skilled in managing complex stakeholder discussions with diplomacy.
• Detail-oriented, able to juggle multiple priorities while ensuring accuracy.